Increasing Total Leads By Over 70%
- ISP needed help generating local leads for its network of independent private schools
- We created highly custom ads for each school, targeting local families that convert
- The result: 40% reduction in cost-per-lead (CPL) & 73.67% increase in total leads
The Challenges
ISP faced several lead generation and digital marketing challenges:
Not Finding The Right Leads
Each ISP school across the U.S. and Canada had unique lead inefficacies across grade levels. For example, schools with openings in higher grade levels were generating longer waitlists for lower grades.
Poor Lead Quality
Finding the right families for the schools proved to be a challenge. ISP Schools are not accessible to every family and not enough of the right families were calling.
Regional Nuances
School systems and semantics vary across North America, and the schools were not identifying and exploring regional opportunities.
Tracking Issues
Lead tracking was not consistent, effective and in some cases, not set up properly. Some schools tracked internal page visits as conversions while others identified lead submissions as conversions. Some lead forms led off site and were not tracked at all.
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Finding The Right Leads
By segmenting campaigns and targeting by grade level, our team was able to bring in the right leads to fill in the gaps for each school.
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Improving Lead Quality
Digital Silk crafted a keyword list of terms that indicated academia instead of daycare or public education. On Meta, our team tested in-app lead generation forms with several questions to ensure interest and viability.
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Customizing For Regional Nuances
Working alongside ISP, we worked to identify regional dialects, market-specific opportunities and the current culture of the schools. With this data, we crafted unique copy and geo-targeting to find families who spend time at the same places as existing families.
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Fixing Tracking Issues
We ensured ISP’s tracking is unified to give an overview of both their schools’ individual and wider network’s performances. For the school that utilized the off-site form, we integrated with HubSpot to track leads from those submissions.
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